MobiU2012 Seminar: Mobile Moms - Presentation
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BabyCenter research on the Mobile Mom from February 2012 - presented at MobiU2012 Mobile Moms 101 on June 21, 2012
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MobiU2012 Seminar: Mobile Moms - Presentation
- 1. Produced by the Heartland Mobile Council MobiU2012 Seminar: Mobile Moms Hosted by Upshot June 21, 2012 Brand Panel: Whirlpool, Kimberly-‐Clark Market Research: BabyCenter & SymphonyIRI Agencies ModeraIng: Upshot
- 2. #MobiU2013, @heartlandmobile The confluence of retailers, CPG brands, researchers and agencies – combined with the presence of the “average consumer” – make Chicago and the Heartland the ideal locaIon to learn how to uIlize mobile technologies to reach the average consumer TM The Heartland Mobile Council is a Chicago-‐based non-‐profit whose mission is to educate brands on how to use mobile effecIvely
- 3. #MobiU2013, @heartlandmobile TM The Heartland Mobile Council is a Chicago-‐based non-‐profit whose mission is to educate brands on how to use mobile effecIvely Our Belief The HMC is the Trusted Partner to Educate Brands on how to use Mobile
- 4. #MobiU2013, @heartlandmobile Why the HMC Exists • Know markeIng • Can throw a good party • Branding, awareness, loyalty MarkeIng conferences cover the best brand case studies Mobile conferences covers the latest technology potenIal • Know technology • Can throw a good hackathon • Downloads, pageviews, scans
- 5. #MobiU2013, @heartlandmobile Mobile UniversityTM events -‐ SOLD OUT MobiU2012: Couponing, 4/25; Moms, 6/21; Summit 9/24 MobiU2013; Millennials 3/18; Hispanics 6/13; Brands+Startups 6/27
- 6. See 12+ Brands Speak at the 4th Annual #MobiU2013 Summit As thanks for following us on Slideshare please accept a 10% discount to our marquis event, the #MobiU2013 Summit. Use Promo Code: “HMCSL1080” for 10% off your ticket price. Register & learn more at http://bit.ly/MobiU2013
- 7. #MobiU2013, @heartlandmobile Mobile (Scary) Future “So what used to fit in a building now fits in your pocket, what fits in your pocket now will fit inside a blood cell in 25 years” -‐ Ray Kurzwell, Futurist
- 9. #MobiU2013, @heartlandmobile Mobile Everything 2014 Mobile MarkeIng will be…Mobile Everything. • Helping with the lifle things:
- 10. #MobiU2013, @heartlandmobile Mobile Everything 2014 Mobile MarkeIng will be…Mobile Everything. • Helping with the lifle things: • And the big things:
- 11. #MobiU2013, @heartlandmobile Mobile Everything 2014 Mobile MarkeIng will be…Mobile Everything. • Helping with the lifle things: • And the big things: • With you all the Ime:
- 12. #MobiU2013, @heartlandmobile Mobile Everything 2014 Mobile MarkeIng will be…Mobile Everything. • Helping with the lifle things: • And the big things: • With you all the Ime: • On you all the Ime:
- 13. #MobiU2013, @heartlandmobile Mobile Everything 2014 Mobile MarkeIng will be…Mobile Everything. • Helping with the lifle things: • And the big things: • With you all the Ime: • On you all the Ime: • In you all the Ime: “…what fits in your pocket now will fit inside a blood cell…”
- 14. #MobiU2013, @heartlandmobile Join Our Mobile Movement • We are looking for people passionate about mobile • Network (of course) • Learn about mobile (of course) • Change history at this crucial stage in history! • Volunteers needed for: • MarkeIng (PR, Social Media, Email, Web) • Summit Event Management • Contact hugh@heartlandmobilecouncil.com
- 15. Produced by the Heartland Mobile Council Seth Mindel, BabyCenter @babycenter #21CMom #MobiU2012 MobiU2012 Seminar: Mobile Moms June 21, 2012 Mobile Moms
- 16. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Understanding the Mobile Mom and Her Media Consumption What tools is she using to empower her new life? What influences the choices she makes? What captures her attention?
- 17. © BabyCenter LLC. Confidential. All rights reserved. #21CMom© BabyCenter LLC. Confidential. All rights reserved.© BabyCenter LLC. Confidential. All rights reserved. #21CMom Motherhood impacts media usage Q: Which of these are you using more or less since becoming a mom? More Less #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 18. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mom is an early adopter of devices Laptop Digital Camera Smartphone TiVo or DVR Gaming console Tablet Internet TV device Moms Gen. Pop. +14% +21% +38% +12% +7% +26% +38% Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. 16% 23% 41% 42% 47% 61% 70% 22% 29% 44% 47% 65% 74% 80% Q: Which of the following devices do you personally own or use on a monthly basis? #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 19. © BabyCenter LLC. Confidential. All rights reserved. #21CMom -60% -20% 20% 60% 100% Mom’s media behaviors are disrupted -36% -68% -31% -61% Live TV Newspaper Magazines Radio Stream content to TV Video online Recorded TV Internet from laptop/PC Smartphone Tablet/ eReader +12% +37% +29% +2% +66% +56% Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. Moms Gen. Pop. Q: Compared with 3 years ago, which of these are you using more or less? (Among device owners) Traditional Digital #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 20. © BabyCenter LLC. Confidential. All rights reserved. #21CMom More likely to be engaged in other activities while watching TV Mom is maximizing her media time Fast Facts More than twice as likely to use social media or text someone while watching TV Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. 16%17% 27% 23% 28% 23% 41%41% 49%49% Moms Gen. Pop. Talk to someone else Use social media Go online on tablet or mobile phone Text someone Talk on the phone Q: When you are watching movies, TV, or other video, how often do you also do the following? (always/often) +75% +113% +52% +141% +44% #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 21. © BabyCenter LLC. Confidential. All rights reserved. #21CMom More devices = more media time Average time with media Own a smartphone Own a tablet Own an Internet TV device Own smartphone & Internet TV Own smartphone, tablet & Internet TV Source: BabyCenter 21st Century Mom™ Insights Series, Media Mom Report, April 2012. +7.4 hrs +4.6 hrs +3.3 hrs +1.4 hrs +0.5 hrs TV Online (any device) Radio Tablet/ Newspaper Hours Magazines 10.9 hrs #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter Q: In a typical day, how many hours do you spend with the following media? Average Daily Time with Media
- 22. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mobile is Essential in Her Life
- 23. See 12+ Brands Speak at the 4th Annual #MobiU2013 Summit As thanks for following us on Slideshare please accept a 10% discount to our marquis event, the #MobiU2013 Summit. Use Promo Code: “HMCSL1080” for 10% off your ticket price. Register & learn more at http://bit.ly/MobiU2013
- 24. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms are more mobile than the rest of us Source: 2012 American Media Mom Report, BabyCenter 21st century Mom® Insights Series, 2012 Moms are 38% more likely to have a smartphone than the average General Population Moms 65% 47% Do you have a smartphone?Q:
- 25. © BabyCenter LLC. Confidential. All rights reserved. #21CMom It’s a trigger for mobile adoption And redefines what’s important in her phone 53% purchased a smartphone as a result of becoming a mom Most important smartphone featuresMost important smartphone featuresMost important smartphone featuresMost important smartphone features BEFOREBEFORE AFTERAFTER 1 Contacts / address book 1 Camera 2 Text messaging 2 Video camera 3 Email 3 Apps 4 Internet browser 4 Calendar 5 Clock / alarm 5 Internet browser 6 Calendar 6 Email 7 Voice calling 7 Text messaging 8 GPS / tracking / maps 8 Contacts / address book 9 Camera 9 Clock / alarm 10 Music player (iPod app) 10 Notes / lists +167% +78% +67% Source: BabyCenter 21st Century Mobile Mom Report, 2011 #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 26. © BabyCenter LLC. Confidential. All rights reserved. #21CMom They are attached at the hip 6:33 AM – HOME Checks email, gets Groupon coupon 10:08 AM – HOME Map to pool & reads SMS 12:15 PM – POOL Text with babysitter 2:24 PM – STORE Take pic, post to Facebook 4:40 PM – ICE CREAM PARLOR Check nutrition 7:32 PM – HOME Pandora to put child down for bed 9:38 PM – HOME Check weather & email Source: BabyCenter 21st Century Mobile Mom Report, 2011
- 27. © BabyCenter LLC. Confidential. All rights reserved. #21CMom She’s unlocked the potential of her smartphone 68% Understand how to use most of the features of their smartphone. 57% Have 10+ apps downloaded on their smart phone. 77% picked it out. 77% set it up. 75% troubleshoot it. Power User Source: BabyCenter 21st Century Mobile Mom Report, 2011 #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 28. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Mobile gives Mom super powers 15% 20% 34% 46% 71% 23% 30% 53% 61% 86% Moms Gen. Pop. Q: What do you do with your mobile device? +21% +34% +55% +53% +58% Texting Mobile internet Social media Mobile banking Mobile shopping Source: Nielsen Mobile Insights, Q4 2011 #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 29. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms browse both apps and She downloads 3x as many apps as she uses Internet browser Both Apps 42% 22% 36% When using your mobile phone, which do you use more often, the Internet browser or apps you’ve downloaded? (Among mobile moms who have both) Q: Source: BabyCenter 21st Century Mobile Mom Report, 2011 #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 30. © BabyCenter LLC. Confidential. All rights reserved. #21CMom It’s her “do-everything” device 2009 2011 13%13% 41% 27% 46% 60% Efficiency Both Fun +53% When it comes to your mobile phone, is it more about efficiency (getting stuff done) or having fun? Q: Guilty Pleasures: The Facts: Moms are 30% more likely than general population to have a few “guilty pleasure” apps. Source: BabyCenter 21st Century Mobile Mom Report, 2011 #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 31. See 12+ Brands Speak at the 4th Annual #MobiU2013 Summit As thanks for following us on Slideshare please accept a 10% discount to our marquis event, the #MobiU2013 Summit. Use Promo Code: “HMCSL1080” for 10% off your ticket price. Register & learn more at http://bit.ly/MobiU2013
- 32. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Fast Facts Top Mom apps (women w/ kids 0-4) Top Mom apps (women w/ kids 0-4) Facebook Google Maps Weather Channel Angry Birds YouTube Pandora Words w/ Friends Bejeweled Twitter Chase Mobile Day in the life: Mobile Media Mom Source: Nielsen Mobile Insights, Q4 2011 #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 33. © BabyCenter LLC. Confidential. All rights reserved. #21CMom All this makes motherhood a gateway to a mobile addiction Source: BabyCenter 21st Century Mobile Mom Report, 2011 Social Fun Cool Happy Engaged 36% 38% 40% 50% 58% Which of these words describes the way you feel about your smartphone?Q: The Facts: 51% said they are addicted to their smartphone I LOVE my smartphone 78%
- 34. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Her Path to the Register Has Evolved
- 35. © BabyCenter LLC. Confidential. All rights reserved. #21CMom +41% +36% +10% +80% Mobile is her shopping sidekick 5% 20% 28%29% 9% 22% 38% 41% Moms Gen. Pop. Looked up prices online while shopping at the store Purchased something Scanned product barcode for price comparison in past 30 days I regularly scan QR codes with my smartphone/tablet Q: Which of the following have you done in past 30 days with your smartphone or tablet? #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter There’s also an app, ShopSavvy, you can use to scan bar codes. I scan the box of diapers at home and you can find where to get them the cheapest. -BabyCenter Mom Fast Facts: 1 in 5 have scanned a product barcode for price comparisons in the past 30 days (110 index)
- 36. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Online is critical in the purchase process OnlineRetail storesTraditional media Mobile phone AWARENESS PURCHASECONSIDERATION Get product IDEAS Get product/brand RECOMMENDATIONS Compare FEATURES Compare PRICES Find COUPONS or deals Decide WHERE to buy 10 20 30 40 50 60 70 80 90% Traditional Media 57% 24% 19% 44% 24% 18% Traditional Media 57% 24% 19% 44% 24% 18% Retail Stores 45% 22% 52% 58% 19% 26% Retail Stores 45% 22% 52% 58% 19% 26% Mobile Phone 30% 33% 30% 31% 45% 37% Online 80% 84% 85% 84% 76% 67% Online 80% 84% 85% 84% 76% 67% Q: Imagine you are going to buy a new product. How would use each of these resources throughout the shopping process? #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 37. © BabyCenter LLC. Confidential. All rights reserved. #21CMom 10 20 30 40 50 Reliance on mobile is increasing dramatically AWARENESS PURCHASECONSIDERATION Get product IDEAS Get product/brand RECOMMENDATIONS Compare FEATURES Compare PRICES Find COUPONS or deals Decide WHERE to buy Q3 2011 20% 17% 16% 22% 28% 21% Q1 2012 36% 33% 37% 45% 31% 30% Q: Imagine you are going to buy a new product. How would use your mobile phone throughout the shopping process? #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 38. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms respond well to mobile ads 46% have taken an action after seeing an ad on their smartphone Followed up with more research later Talked to someone else about it Clicked on it to go to a mobile web site Purchased the product later, in-store Purchased the product later, online Clicked to call 10% 14% 31% 31% 51% 52% Moms Of those who took an action: Which action did you take after seeing the ad?Q: Source: BabyCenter 21st Century Mobile Mom Report, 2011 #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 39. See 12+ Brands Speak at the 4th Annual #MobiU2013 Summit As thanks for following us on Slideshare please accept a 10% discount to our marquis event, the #MobiU2013 Summit. Use Promo Code: “HMCSL1080” for 10% off your ticket price. Register & learn more at http://bit.ly/MobiU2013
- 40. © BabyCenter LLC. Confidential. All rights reserved. #21CMom It’s not the design – It’s the purpose Coupon Deal nearby Scan bar codes for more info Ads for a useful app Credits for apps or music GPS to show deal nearby Ads that allow you to do something Integrated in store experiences Give cell number for coupon email for product info to review later Click to call the store featured in the ad Text a code for more information How to video’s on how to use the product Subscribe to a newsletter Integrated with your camera 0% 15% 30% 45% 60% Moms General Pop Source: BabyCenter 21st Century Mobile Mom Report, 2011 Q: Which features are appealing to you in a mobile advertisement? +55% +34% +29% +29% #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 41. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Spotlight Mobile simplifies her life COST OF ENTERTAINMENT MOVIE DATE NIGHT Roku Box $99 QR codes can add value Apps that simplify mom’s lives Scanning bar codes is empowering people to know what things really cost and what the markups are…I can scan a bottle of wine at a restaurant and find out I can buy it for $15. — Lora, Chicago #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 42. © BabyCenter LLC. Confidential. All rights reserved. #21CMom Moms are Changing the Rules for Marketers
- 43. © BabyCenter LLC. Confidential. All rights reserved. #21CMom ONLINE Mom spends twice as much time online as the gen. pop. TELEVISION 42% more of her time with television is time-shifted, compared to gen. pop. MOBILE Mom is 50% more likely to shop or bank on her mobile phone. SOCIAL 80% of moms use social media regularly; over half use social media on their mobile device. Her media choices demand attention #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 44. © BabyCenter LLC. Confidential. All rights reserved. #21CMom How do you engage with her when… Everything has changed for her Priorities, preferences, social circles – how does your brand fit and support her new life? New solutions are a must Digital solutions make it easier than ever for her to optimize her time, money, and media – how is your brand empowering her? There is no “regularly scheduled programming” You are competing for her attention – how are you breaking through? She is plugged in Scanners, comparative shopping, social networks, reviews, WOM – how are you fitting into her new shopping behaviors? #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 45. © BabyCenter LLC. Confidential. All rights reserved. #21CMom The new rules for marketing to Media and Mobile Moms Understand the transformation of motherhood and how it changes women’s media habits1 2 3 4 Anticipate her new needs, behaviors and how to reach her when she needs you Map her mobile journey, embrace the new ways to learn, to share, to act…to connect with your brand Connect to mom’s new path to purchase which has forever changed #MobiU2012 @heartlandmobile #BabyCenter @BabyCenter
- 46. © 2011 BabyCenter LLC. Confidential. All rights reserved. NEVER MISS A MOM
- 47. See 12+ Brands Speak at the 4th Annual #MobiU2013 Summit As thanks for following us on Slideshare please accept a 10% discount to our marquis event, the #MobiU2013 Summit. Use Promo Code: “HMCSL1080” for 10% off your ticket price. Register & learn more at http://bit.ly/MobiU2013
Editor's Notes
- Survey research of moms (in this case – expectant moms and moms with children up to seven years old qualified). We compared BabyCenter moms television, online and mobile behaviors to that of adults (or online adults 18+).
- In our shopping rituals study, we saw that women’s media usage changes once they become a mom. For each traditional media, more than 1/3 of moms say they are spending less time using them than before they were moms. Hardly any claim that they are spending more time with print, radio or TV.On the other hand, 1 in 3 moms are using the Internet more since becoming a parent The two way communication that digital media provides is a welcome respite for them. 1 in 5 are using their cell phone or email more since becoming a mom.This, in part was the impetus for doing a deeper dive on Media Mom.
- One of the benefits of running our survey against the general online adult population is to be able to compare attitudes and behaviors of moms to other adults. CLICK: When we layer in the gen pop data you can see how much more advanced moms are with ownership of media devices:2/3 own a smartphone (and we’ve learned that motherhood is a big trigger for upgrading your phone). CLICK: That is 38% higher than the general online populationYou can also see similar deltas for tablet computers and Internet TV devices.
- We saw earlier that women’s time with media shifts as they become moms. Compounded with that phenomenon is the fact that the entire media landscape has shifted in the past few years. Compared to three years ago, over one third of the general pop says that they are spending less time watching live TV or reading magazines or newspapers. You can see that this pattern is even more exaggerated for moms – they are 2/3 more likely to say that they spend less time with Live TV and radio.On the flip side, you see that the general population is spending more time with digital media, including recorded TV, Internet and Smartphones. Where we see a real change, however, is in those platforms that we consider disruptors – tablets, internet TV and online video. Among device owners, 80% of moms spend more time with Tablets. And, moms are more than 50% more likely to say that they are spending more time with online video and internet TV than the general online population.The number of mobile videos users have tripled in the past three years – that in itself, is a disruptor.
- Assuming moms get 7 hours of sleep a day (which may be wishful thinking for some), how can you possibly get 17 hours of media time into one day? Part of this is through multi-tasking. And moms could get gold medals in the multi-tasking olympics…We asked moms what they are typically doing when they are watching video content. Half say that they are always or often talking to someone else or using social media. 40% are also going online on their tablet, mobile phone or texting someone. And 1 in 4 are talking on the phone at the same time. And look at these deltas with the general online population. Twice as likely to be using social media or texting while they are watching videos.
- On average, moms are spending 10.1 hour daily with media. According to our survey, over 5 ½ hours are online, and 3 hours are with TV. So what happens when moms start adopting these additional devices? What we learned is that media usage is not a zero sum game. Adopting more devices means even more time with media. On average, smartphone owners spend another half hour daily with media. Those who own an internet TV device spend over 3 additional hours with media, and, when you look at moms who own a smartphone, tablet and internet TV device, they are spending over 7 additional hours with media – which adds up to over 17 hours!
- It’s not just about the form factor, how moms communicate has changed fundamentally - The most basic functionality – voice – has completely changed. Smartphones ironically have supercharged texting behaviors, because it made texting easy. Text is also perfect for moms who need speed, efficiency, and the ability to multitask and have asynchronous communication. Text gets what she needs done faster. There was a recent article in the new york times called “Don’t call me and I won’t call you.” Don’t forget about text as a rich marketing vehicle.Millennials are leading the charge. sending 132% more text messages on average per week than GenX.This is all good news for marketers because texting is actually a pretty effective and high reach marketing platform. Additional stats: 67% “iPhones and Droids are perfect for moms because they are more efficient and fun than others.”53% “Now that I have a touch screen phone, I have no idea how I got by with my old smartphone before.”50% “I would love to get an iPhone or Droid.”34% “I feel an odd sense of envy or curiosity when I see a friend using his/her iPhone or Droid.”
- We know from our research that motherhood triggers a diverse set of purchases. It’s not just cribs and bottles. New moms purchase new cars, remodel houses, and get life insurance. Mobile is no exception. Honestly, we were not surprised to find that 53% of moms purchased a smartphone as a result of becoming a mom. We were also not surprised to see what women valued their phone changed as they began the journey of mother hood. We see this in every category we’ve ever tested. And phones are no exception. After becoming a mom the camera, apps, and calendar all become more important. Certain things drop off.
- In our ethnography, we asked moms to text us whenever they used their phones. We were simply amazed at how many text we received each day, and how thoroughly mobile was Integrated throughout her day. Mobile truly enabled her to capitalize on all the micro moments to achieve hyper efficiency. Moments that might have previously been wasted waiting in line to pick up the kids, waiting at swim practice are new used to get things done. She’s also using mobile to improve her role as a mom, in this case checking nutritional content as the Ice cream parlor. (wonder what she found…). It’s with her all day…let’s look at some of the reasons why.
- She’s in control. It’s such a valuable parenting tool, she’s not waiting for someone else to teach her how to use it or set it up. We know she’s actively talking with her friends about the best applications to put on there and teaching herself to be a power user. We know necessity is the ‘mother’ of all invention, so her involvement in really proof of how immersed she is in mobile.
- LIFE REMOTEWe asked our mobile users about the activities they engage with on their phones. Mom are 20% more likely to text, 1/3 more likely to use the mobile internet and… 50% more likely to use social media, mobile banking and mobile shopping on their phones. Not only are they early adopters of new platforms, they are more likely to use these devices to their full capacities.
- Mobile is also apps and the mobile web. We asked moms when using your mobile phone, what do you use most often, the mobile web, apps or both, she’s really using both… But what’s really interesting here is that when you think about all the activity on the apps, and just which apps she might be using, well we also asked how many apps she’s downloaded AND how many she uses, and we found out that she downloads 3 times as many apps as she uses. It is VERY hard to build an app we know a mom will use.
- That the phone has become the ‘do everything’ device is completely evidenced by this statistic. Two years ago, only 27% of phones were both fun and efficient…now 41% are. And anything that helps you get stuff done, and makes getting stuff done fun…is bound to be loved by moms. Utility!Explosion of things in the apps store, and content available – it’s becoming more about fun – and they aren’t losing any of the efficiency to get it. You can do more, in more ways. Moms are 30% more likely than gen pop to have a few “guilty pleasure” apps on their smartphone.
- Throughnielsen’s passively measured mobile panel we selected one mom with an android phone and looked at her actual behavior in the month of October. These numbers are the average amount of time she is using her mobile phone by hour. So, on average she used her phone one minute each day in the month between midnight and 1pm, and about 3 minutes between 6-7am. The question is what is she doing on her phone… You can see from the apps that she is checking in on Facebook and email throughout the day. Finding news and information on FoxNews and the Weather Channel. Using her BabyCenter app around 5 and 10pm and using her phone for fun. Angry Birds, Words with Friends and YouTube are all among the top 10 apps used by moms.
- We have countless stats that prove moms simply love their phone. Moms are 152% more likely to prefer their smartphone over chocolate. 51% “I am "addicted" to my smartphone.”67% can’t imagine going a week without it. 71% My smartphone has changed my life.68% If I lost or broke my smartphone I'd feel panicky.It has a physical affect:69% My smartphone makes me happy.45% My smartphone decreases my stress levels.
- In our survey we found that 40% of moms looked up prices online while shopping or purchased something One in 5 moms have scanned a barcode for price comparisons in the past
- In our shopping rituals study we saw that the purchase process has become much more complicated. We asked moms what resources they used in the purchase process. Traditional media (most notably television and newspaper circulars) are used primarily to get product ideas and find coupons or deals.Retail stores are used to get product ideas, compare features and prices4 in 5 moms are using Online media throughout the purchase process, with 2/3 using online to decide where to buy.Finally mobile phones are being used as often as traditional media for all aspects of the purchase funnel other than getting product ideas and finding coupons.
- The blue line is from our shopping rituals study that was conducted 6 months ago, and orange is from February. You can see that for some of these areas – getting product ideas, brand recommendations and deciding where to buy, usage of mobile phone has doubled in just 6 months time.
- And the great news for all of us is that moms will respond to mobile ads. 46% of moms have taken an action after seeing an ad on her smartphone, and of those that have done so, 52% have followed up with research, 51% talked to someone about it, she’s going to a mobilized site, purchasing products in-store and online…
- So the theme of all the ads is to build creative with utility in mind. We asked moms and the general population what features are appealing to them in mobile ads. What we see is that moms are very interested in ads with utility, with coupons, showing deals near by, scanning bar codes, advertising a useful app, even more than the average adult.
- We heard from our moms about all of the different ways they are leveraging mobile phones in the purchase process. Mobile phones can be great utilities – in Lora’s case she scans the wine bottle at a restaurant to see what the markup is.
- In order to understand mom, we used a three pronged research approach:In-home interviews with new and expecting moms in Chicago and the bay areaSurvey research of moms (in this case – expectant moms and moms with children up to seven years old qualified). We also compared moms to non-moms – throughout this presentation we are going to refer to this other segment as “non moms’.Finally, we partnered with nielsen to do a deep dive behavioral analysis using their three screen reporting. We compared BabyCenter moms television, online and mobile behaviors to that of adults (or online adults 18+).